Price is the most important signal in a market economy. But in a distorted market, prices no longer provide reliable information to consumers. For startup ventures, getting the price wrong can be a fatal mistake. Per Sjofors is the “price whisperer.” He uses AI to help companies determine the optimal price to charge for new products. Per joins the Futurists to talk about price-setting strategies in complex markets, commodity markets, and markets dominated by platforms or oligopolies.